Article Category - "Sales Channels"

Independent Articles
Dana Lynn Smith, September 2012
Target Markets: Why and How to Define Multiple Markets for Every Book »

Target Markets: Why and How to Define Multiple Markets for Every Book September 2012 by Dana Lynn Smith   One of the most critical steps in developing an effective book marketing plan is identifying target markets. Since no book is “for everyone,” it’s important to figure out exactly who a particular book’s likely readers are. …

Tom Clarkson, July 2012
Courting Consumers Who Use Mobile Devices »

Tom Clarkson runs Cumberland Systems Review Group and chairs the Book Industry Study Group’s Machine Readable Coding Committee, which created the modules that are posted at and that served as the basis for this article. To reach him, email With more and more people using smartphones and other mobile devices to obtain information …

Linda Carlson, June 2012
Building the Business: “Special” Sales Are Normal – How Addicus Books Stays Healthy »

Building the Business “Special” Sales Are Normal: How Addicus Books Stays Healthy by Linda Carlson Rod Colvin has written his way from 30-second news spots to true crime to Straight Talk about Breast Cancer—and that was only the first half of his career as a writer and publisher. The common thread in Colvin’s professional life, …

Brian Jud, June 2012
Marketing in the White Space »

You know that market segmentation is a fundamental marketing technique, and you probably classify sales opportunities in terms of time-honored categories. But looking at the universe of buyers in a new way is likely to increase your sales, revenue, and profits. The figure to the right shows traditional segmentation of the market for a children’s …

Gordon Burgett, January 2012
Don’t Invest Until You Test: How to Find Out How Much You’d Make with a Niche Book (Before It Gets Written) »

  One of the huge benefits of niche publishing is that you can pretest to see if a book will sell (and roughly how many copies) before it exists. I backed into niche publishing about 15 years ago, and now most of my 40 published books are niche based. One field, dentistry, earned us about …

Roy M. Carlisle, November 2011
Saving Libraries: A Practical Proposal »

PUBLISHED NOVEMBER 2011 by Roy M. Carlisle, Acquisitions Director, Independent Institute — My memory is vivid. I was peddling my old bicycle down State Street in Salem, OR. My basket was full of books, and they were due that day. My mother couldn’t drive me downtown to return the books because Dad took the car …

Abigail Goben, July 2010
A Librarian Talks About Choosing Books to Buy »

      A Librarian Talks About Choosing Books to Buy by Abigail Goben  One of the many functions of the public librarian is book purchasing. We are allocated a budget and spend a fair amount of time trying to build a collection that is well rounded, appeals to a wide variety of people, mixes …

Linda Carlson, July 2010
Pitching Books to Indie Stores and Libraries »

Most publishers want to sell through bookstores and libraries, but often when we’re promoting our titles to them, we focus on the marketing techniques that are most economical or most convenient for us as publishers, rather than on what these customers prefer. Sometimes we also assume that what works with the neighborhood bookseller and librarian, …

Bob Schatz, July 2009
Marketing to Libraries »

      Marketing to Libraries by Bob Schatz Marketing to libraries can be a challenge for independent publishers. For starters, many make the mistake of believing there is a single library market. That is not the case. Public libraries evaluate books differently than academic libraries. Furthermore, large public libraries behave differently than small public …

Fern Reiss, August 2008
Sell More Books to Libraries »

      Sell More Books to Libraries by Fern Reiss You can sell lots of books to libraries—if you know how to approach the library market. Here are my top tips on breaking into this lucrative part of the book business. Go for reviews in trade publications. Most libraries make their purchasing decisions via …

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